New study: People are willing to change, but don’t know how

The Swedish furniture brand IKEA recently released a study in which 14 000 IKEA consumers in 14 different countries participated. Almost 90 % of the participating is willing to change their lifestyle to create a more positive climate change. But the study also shows that people don’t know how to change. They want to see a bigger change in politics, companies and other people. Many of the participants also felt a kind of resignation that the things they do on an individual level is not enough.

The conclusion IKEA makes of this is that it is important to show a positive side of how a climate friendly future might look like. For example consumers have to be able to see how a positive climate can be good to them on an individual level, such as better health and better economy. People also want to feel included and share their values with others.